Barrière is expanding into 1,700 Walmart stores with new supplement patches, including a lactose intolerance product it says is first to market.
The rollout gives the young supplement patch brand a larger foothold in mass retail at a time when vitamins and wellness products remain in high demand, but also under scrutiny because the U.S. supplement market is largely not regulated like pharmaceuticals.
CEO and co-founder Cleo Davis-Urman told CNBC that Barrière expects 2026 revenue to double from last year to $10 million. She said the company is currently valued at $19 million.
The Walmart launch includes the lactose intolerance patch and a motion sickness patch. Barrière already sells products intended for uses such as sleep, energy and immune support, and its retail presence has grown from just over 600 stores in the second quarter of 2025 to more than 6,000 stores in the second quarter of 2026, according to the company. Its products are also sold through retailers including Target, Ulta and Urban Outfitters.
The patches retail for roughly $13 to $18 for monthly packs. Barrière says its transdermal stickers are made with ultrasmall vitamin particles and use body heat to deliver ingredients for up to 12 hours.
The company’s pitch is built around convenience and design as much as wellness. Davis-Urman, who has a fashion background, said she wanted patches that were easier and more appealing to wear than the bulky medical patches she encountered after a doctor recommended them for vitamin deficiencies.
“People know that they need supplements. They have good intentions about starting a routine, but the drop-off is so significant,” Davis-Urman told CNBC. She said the company is trying to address absorption and routine-building while making supplements “more fun and enjoyable and convenient and comfortable.”
Barrière’s products are not approved by the Food and Drug Administration. In the United States, supplements are treated as food rather than drugs under the Dietary Supplement Health and Education Act of 1994, leaving much of the marketing responsibility with companies. Davis-Urman said Barrière manufactures in the U.K., where she said tighter standards help reassure customers.
The broader category is crowded. The FDA has described the supplement market as a $60 billion industry with more than 100,000 products, while Circana data cited by CNBC showed vitamin dollar sales rising from about $14 billion in 2021 to more than $17 billion in 2025.
Mahtab Jafari, a pharmaceutical sciences professor at the University of California, Irvine, told CNBC that convenience and marketing are major forces behind consumer interest in patches. “I always say that marketing is usually way ahead of science,” Jafari said.
For Barrière, the next test is whether a visible, fashion-minded supplement format can move beyond novelty as it reaches Walmart’s digestive health aisle. The company says consumer education will remain central, while acknowledging that results can vary from person to person.
Comments (0)